December 13, 2004

News & Opinion: BOOK REVIEW: The origin of brands

By: Dylan Schleicher @ 12:26 AM – Filed under: Marketing & Sales

 Covers2 48 0060570148Title: The origin of brands
Author: Al & Laura Ries
Tag-line: Discover the natural laws of product innovation and business survival
Pages: 295

Dog-ear score: 23:295 = 7.7%

The core message in this book, the concept of brand divergence over convergence, makes perfect sense, I'm absolutely sold!

Unfortunately, I was sold by the end of chapter one, the authors, however, felt that I was not smart enough to grasp the concept, so they threw in case study, after case study, after case study, after...

To demonstrate this point, here's a quote from page 146:
"Not convinced yet? Read on."

Al, Laura, if they're not convinced after 146 pages, let go.

Luckily, I kept reading, it was a slow, sometimes painful experience, but I'm glad I did, from page 160 it picked up. A lot.

This is an important book that presents new concepts (for branding anyway), not just hackneyed variations of the old favorites. You should definitely read it, but I just can't help thinking it would have been far better as a 30-page
Change This manifesto.

Last word: Repetitive...!

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.